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TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİME YÖNELİK TUTUMLARINA GÖRE SINIFLANDIRILMASI

Year 2019, Volume: 22 Issue: 41, 383 - 400, 15.06.2019
https://doi.org/10.31795/baunsobed.580621

Abstract

Gösterişçi
tüketim davranışı sosyal, demografik, kültürel, ekonomik, coğrafik ve
psikolojik birçok faktörden etkilenmektedir. Tüketici davranışını etkileyen
faktörlerin değişmesiyle birlikte tüketici davranış biçimleri de değişmektedir.
Bu nedenle tüketicilerin gösterişçi tüketim tutumları arasındaki farklılıkların
ortaya koyulması pazarlama açısından önemlidir. Bu çalışmanın amacı
tüketicileri gösterişçi tüketime yönlendiren
motivasyon unsurlarının incelenmesi ve tüketicilerin gösterişçi tüketime
yönelik tutumlarına göre sınıflandırılmasıdır
. Bu bağlamda
t
üketicilerin
gösterişçi tüketime yönelik tutumlarının belirlenmesi amacıyla anket
yapılmıştır. 13 ifadeli gösterişçi tüketim ölçeği anketi 990 kişi tarafından
yanıtlanmıştır. Tüketicilerin gösterişçi tüketime yönelik tutumlarının
sınıflandırılması amacıyla kümeleme analizi uygulanmıştır ve gösterişçi tüketime
yönelik birbirinden ayrışan dört farklı tüketici profili ortaya koyulmuştur:
Gösterişten uzak tüketiciler, sosyal ortama uyan tüketiciler, farklı olmak
isteyen tüketiciler ve gösterişçi tüketiciler.

References

  • Aagerup, U. ve Nilsson, J. (2016). Green Consumer Behavior: Being Good or Seeming Good? Journal of Product & Brand Management, 25(3), 274-284
  • Carr, N. (2005). Poverty, Debt, and Conspicuous Consumption: University Students Tourism Experiences. Tourism Management, 26(5), 797-806.
  • Chaudhuri, H. Mazumdar, S. ve Ghoshal, A. (2011). Conspicuous Consumption Orientation: Conceptualisation, Scale Development and Validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Chen, J. Teng, L. Yu, Y. ve Yu, X. (2016). The Effect of Online Information Sources on Purchase Intentions Between Consumers with High and Low Susceptibility to Informational Influence. Journal of Business Research, 69(2), 467-475.
  • De Fraja, G. (2009). The Origin of Utility: Sexual Selection and Conspicuous Consumption. Journal of Economic Behavior & Organization, 72(1), 51-69.
  • Eastman, J. K. Goldsmith, R. E. ve Flynn, L. R. (1999). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
  • Eastman, J. K. ve Eastman, K. L. (2015). Conceptualizing a Model of Status Consumption Theory: An Exploration of the Antecedents and Consequences of the Motivation to Consume for Status. Marketing Management Journal, 25(1), 1-15.
  • Eroğlu, F. (2016). Kompulsif Satın Alma: Kişisel Faktörler, Postmodern Tüketim Şekilleri ve Reklama Karşı Tutumun Rolüne Yönelik Bir Araştırma. Balikesir University Journal of Social Sciences Institute, 19(35), 253-282.
  • Friedman, D. ve Ostrov, D. N. (2008). Conspicuous Consumption Dynamics. Games and Economic Behavior, 64(1), 121-145.
  • Friehe, T. ve Mechtel, M. (2014). Conspicuous Consumption and Political Regimes: Evidence from East and West Germany. European Economic Review, 67, 62-81.
  • Gierl, H. ve Huettl, V. (2010). Are Scarce Products Always More Attractive? The Interaction of Different Types of Scarcity Signals with Products' Suitability for Conspicuous Consumption. International Journal of Research in Marketing, 27(3), 225-235.
  • Gravetter, F. J. ve Wallnau, L. B. (2016). Statistics for the Behavioral Sciences, Cengage Learning. Guo, X., Wei Hao, A., & Shang, X. (2011). Consumer Perceptions of Brand Functions: An Empirical Study in China. Journal of Consumer Marketing, 28(4), 269-279.
  • Hız, G. (2011). Gösterişçi Tüketim Eğilimi Üzerine Bir Alan Araştırması (Muğla Örneği). Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 117-128.
  • Jaikumar, S. ve Sarin, A. (2015). Conspicuous Consumption and Income Inequality in an Emerging Economy: Evidence from India. Marketing Letters, 26(3), 279-292.
  • Kastanakis, M. N. ve Balabanis, G. (2012). Between the Mass and the Class: Antecedents of the Bandwagon, Luxury Consumption Behavior. Journal of Business Research, 65(10), 1399-1407.
  • Kaus, W. (2013). Conspicuous Consumption and Race: Evidence from South Africa. Journal of Development Economics, 100(1), 63-73.
  • Kımıloğlu, H., Nasır, A. ve Nasır, S. (2010). Discovering Behavioral Segments in the Mobile Phone Market. Journal of Consumer Marketing, 27(5), 401-413.
  • Kızgın, Y. (2009). Tüketicilerin Kredi Kartı Marka Tercih Nedenlerinin Kümeleme Analizi ile İncelenmesi: Muğla Örneği. C.B.Ü. Sosyal Bilimler Dergisi, 7(2), 93-110.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
  • Leibenstein, H. (1950). Bandwagon, Snob and Veblen Effects in the Theory of Consumers' Demand. The Quarterly Journal of Economics, 64(2), 183-207.
  • Lens, I. Driesmans, K. Pandelaere, M. ve Janssens, K. (2012). Would Male Conspicuous Consumption Capture the Female Eye? Menstrual Cycle Effects on Women's Attention to Status Products. Journal of Experimental Social Psychology, 48(1), 346-349.
  • Marcoux, J.-S. Filiatrault ve Chéron, E. (1997). The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries. Journal of International Consumer Marketing, 9(4), 5-29.
  • Markoulis, S. ve Neofytou, N. (2016). An Empirical Analysis of the Relationship Between Oil Prices and Stock Markets. International Journal of Economics and Finance, 8(12), 120.
  • Martens, L., Southerton, D. ve Scott, S. (2004). Bringing Children (and Parents) into the Sociology of Consumption: Towards a Theoretical and Empirical Agenda. Journal of Consumer Culture, 4(2), 155-182.
  • Mazzocco, J., Rucker, D. D., Galınsky, A. D. ve Anderson, E. T. (2012). Direct and Vicarious Conspicuous Consumption: Identification with Low-Status Groups Increases the Desire for High-Status Goods. Journal of Consumer Psychology, 22(4), 520-528.
  • Mejía, D. ve Restrepo:(2016). Crime and Conspicuous Consumption. Journal of Public Economics, 135, 1-14.
  • Miller, G. (2012). Tüketimin Evrimi: Cinsiyet, Statü ve Tüketim, Çev. Gülçin Vardar, İstanbul: Alfa Bilim Yayıncılık.
  • Nunes, J. C., Drèze, X. ve Han, Y. J. (2011). Conspicuous Consumption in a Recession: Toning It Down or Turning It Up? Journal of Consumer Psychology, 21(2), 199-205.
  • O’cass, A. ve Frost, H. (2002). Status Brands: Examining the Effects of Non‐Product‐Related Brand Associations on Status and Conspicuous Consumption. Journal of Product & Brand Management, 11(2), 67-88.
  • O'cass, A. ve McEwen, H. (2004). Exploring Consumer Status and Conspicuous Consumption. Journal of Consumer Behaviour, 4(1), 25-39.
  • Ordabayeva, N. ve Chandon, P. (2011). Getting Ahead of The Joneses: When Equality Increases Conspicuous Consumption Among Bottom-Tier Consumers. Journal of Consumer Research, 38(1), 27-41.
  • Patsiaouras, G. Wooliscroft, B. ve Fitchett, J. A. (2012). The Evolution of Conspicuous Consumption. Journal of Historical Research in Marketing, 4(1), 154-176.
  • Perez-Truglia, R. (2013). A Test of the Conspicuous Consumption Model Using Subjective Well-Being Data. The Journal of Socio-Economics, 45, 146-154.
  • Piacentini, M. ve Mailer, G. (2004). Symbolic Consumption in Teenagers' Clothing Choices. Journal of Consumer Behaviour, 3(3), 251-262.
  • Podoshen, J. S. Li, L. ve Zhang, J. (2011). Materialism and Conspicuous Consumption in China: A Cross-Cultural Examination. International Journal of Consumer Studies, 35(1), 17-25.
  • Pyone, J. S. ve Isen, A. M. (2011). Reducing the Pursuit of Material Goods: The Influence of Positive Affect on Materialism and Conspicuous Consumption. Building Connections, 39, 655.
  • Saad, G. ve Vongas, J. G. (2009). The Effect of Conspicuous Consumption on Men’s Testosterone Levels. Organizational Behavior and Human Decision Processes, 110(2), 80-92.
  • Schaefers, T. (2014). Standing out From the Crowd: Niche Product Choice as a Form of Conspicuous Consumption. European Journal of Marketing, 48(9/10), 1805-1827.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Segal, B. ve Podoshen, J. S. (2013). An Examination of Materialism, Conspicuous Consumption and Gender Differences. International Journal of Consumer Studies, 37(2), 189-198.
  • Souiden, N. M’saad, B. ve Pons, F. (2011). A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories. Journal of International Consumer Marketing, 23(5), 329-343.
  • Thoumrungroje, A. (2014). The Influence of Social Media Intensity and Ewom on Conspicuous Consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
  • Trochim, W. M. ve Donnelly, J. P. (2001). Research Methods Knowledge Base, Atomic Dog Publishing, Ohio.
  • Truong, Y. Simmons, G. Mccoll, R. ve Kitchen, J. (2008). Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands. Journal of Strategic Marketing, 16(3), 189-203.
  • Veblen, T. (2014). Aylak Sınıfın Teorisi, Çev. Enver Günsel, Ankara, Tutku Yayınevi.
  • Vigneron, F., & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, 1(1), 1-15.
  • Wang, Y. ve Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women. Journal of Consumer Research, 40(5), 834-854.
  • Wendner, R. (2010). Conspicuous Consumption and Generation Replacement in a Model of Perpetual Youth. Journal of Public Economics, 94(11-12), 1093-1107.
  • Wilcox, K. Kim, H. M. ve Sen, S. (2009). Why Do Consumers Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247-259.
  • Wong, N. Y. (1997). Suppose You Own the World and No One Knows? Conspicuous Consumption, Materialism and Self. Na-Advances in Consumer Research, 24, 197-203.

Classification of Consumers by the Attitudes to the Conspicuous Consumption

Year 2019, Volume: 22 Issue: 41, 383 - 400, 15.06.2019
https://doi.org/10.31795/baunsobed.580621

Abstract

The conspicuous consumption behaviour is influenced by many factors such
as social, demographic, cultural, economic, geographic and psychological. With
the change of factors, consumer behaviour patterns also change. For this
reason, it is important for marketing to show the differences between consumer
attitudes towards conspicuous consumption. The aim of this study is to examine
the motivation factors that drive consumers to conspicuous consumption and to
classify them according to their attitudes towards the conspicuous consumption.
In this context, a survey was conducted in order to determine the attitudes of
consumers towards conspicuous consumption. The survey of conspicuous
consumption scale with 13 items was answered by 990 people. In order to
classify consumers' attitudes towards conspicuous consumption, clustering
analysis has been applied and four different consumer profiles have been
introduced, which are differentiated for conspicuous consumption: inconspicuous
consumers, bandwagon consumers who want to be social, snob consumers who want
to be different, and conspicuous consumers

References

  • Aagerup, U. ve Nilsson, J. (2016). Green Consumer Behavior: Being Good or Seeming Good? Journal of Product & Brand Management, 25(3), 274-284
  • Carr, N. (2005). Poverty, Debt, and Conspicuous Consumption: University Students Tourism Experiences. Tourism Management, 26(5), 797-806.
  • Chaudhuri, H. Mazumdar, S. ve Ghoshal, A. (2011). Conspicuous Consumption Orientation: Conceptualisation, Scale Development and Validation. Journal of Consumer Behaviour, 10(4), 216-224.
  • Chen, J. Teng, L. Yu, Y. ve Yu, X. (2016). The Effect of Online Information Sources on Purchase Intentions Between Consumers with High and Low Susceptibility to Informational Influence. Journal of Business Research, 69(2), 467-475.
  • De Fraja, G. (2009). The Origin of Utility: Sexual Selection and Conspicuous Consumption. Journal of Economic Behavior & Organization, 72(1), 51-69.
  • Eastman, J. K. Goldsmith, R. E. ve Flynn, L. R. (1999). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
  • Eastman, J. K. ve Eastman, K. L. (2015). Conceptualizing a Model of Status Consumption Theory: An Exploration of the Antecedents and Consequences of the Motivation to Consume for Status. Marketing Management Journal, 25(1), 1-15.
  • Eroğlu, F. (2016). Kompulsif Satın Alma: Kişisel Faktörler, Postmodern Tüketim Şekilleri ve Reklama Karşı Tutumun Rolüne Yönelik Bir Araştırma. Balikesir University Journal of Social Sciences Institute, 19(35), 253-282.
  • Friedman, D. ve Ostrov, D. N. (2008). Conspicuous Consumption Dynamics. Games and Economic Behavior, 64(1), 121-145.
  • Friehe, T. ve Mechtel, M. (2014). Conspicuous Consumption and Political Regimes: Evidence from East and West Germany. European Economic Review, 67, 62-81.
  • Gierl, H. ve Huettl, V. (2010). Are Scarce Products Always More Attractive? The Interaction of Different Types of Scarcity Signals with Products' Suitability for Conspicuous Consumption. International Journal of Research in Marketing, 27(3), 225-235.
  • Gravetter, F. J. ve Wallnau, L. B. (2016). Statistics for the Behavioral Sciences, Cengage Learning. Guo, X., Wei Hao, A., & Shang, X. (2011). Consumer Perceptions of Brand Functions: An Empirical Study in China. Journal of Consumer Marketing, 28(4), 269-279.
  • Hız, G. (2011). Gösterişçi Tüketim Eğilimi Üzerine Bir Alan Araştırması (Muğla Örneği). Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 117-128.
  • Jaikumar, S. ve Sarin, A. (2015). Conspicuous Consumption and Income Inequality in an Emerging Economy: Evidence from India. Marketing Letters, 26(3), 279-292.
  • Kastanakis, M. N. ve Balabanis, G. (2012). Between the Mass and the Class: Antecedents of the Bandwagon, Luxury Consumption Behavior. Journal of Business Research, 65(10), 1399-1407.
  • Kaus, W. (2013). Conspicuous Consumption and Race: Evidence from South Africa. Journal of Development Economics, 100(1), 63-73.
  • Kımıloğlu, H., Nasır, A. ve Nasır, S. (2010). Discovering Behavioral Segments in the Mobile Phone Market. Journal of Consumer Marketing, 27(5), 401-413.
  • Kızgın, Y. (2009). Tüketicilerin Kredi Kartı Marka Tercih Nedenlerinin Kümeleme Analizi ile İncelenmesi: Muğla Örneği. C.B.Ü. Sosyal Bilimler Dergisi, 7(2), 93-110.
  • Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
  • Leibenstein, H. (1950). Bandwagon, Snob and Veblen Effects in the Theory of Consumers' Demand. The Quarterly Journal of Economics, 64(2), 183-207.
  • Lens, I. Driesmans, K. Pandelaere, M. ve Janssens, K. (2012). Would Male Conspicuous Consumption Capture the Female Eye? Menstrual Cycle Effects on Women's Attention to Status Products. Journal of Experimental Social Psychology, 48(1), 346-349.
  • Marcoux, J.-S. Filiatrault ve Chéron, E. (1997). The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries. Journal of International Consumer Marketing, 9(4), 5-29.
  • Markoulis, S. ve Neofytou, N. (2016). An Empirical Analysis of the Relationship Between Oil Prices and Stock Markets. International Journal of Economics and Finance, 8(12), 120.
  • Martens, L., Southerton, D. ve Scott, S. (2004). Bringing Children (and Parents) into the Sociology of Consumption: Towards a Theoretical and Empirical Agenda. Journal of Consumer Culture, 4(2), 155-182.
  • Mazzocco, J., Rucker, D. D., Galınsky, A. D. ve Anderson, E. T. (2012). Direct and Vicarious Conspicuous Consumption: Identification with Low-Status Groups Increases the Desire for High-Status Goods. Journal of Consumer Psychology, 22(4), 520-528.
  • Mejía, D. ve Restrepo:(2016). Crime and Conspicuous Consumption. Journal of Public Economics, 135, 1-14.
  • Miller, G. (2012). Tüketimin Evrimi: Cinsiyet, Statü ve Tüketim, Çev. Gülçin Vardar, İstanbul: Alfa Bilim Yayıncılık.
  • Nunes, J. C., Drèze, X. ve Han, Y. J. (2011). Conspicuous Consumption in a Recession: Toning It Down or Turning It Up? Journal of Consumer Psychology, 21(2), 199-205.
  • O’cass, A. ve Frost, H. (2002). Status Brands: Examining the Effects of Non‐Product‐Related Brand Associations on Status and Conspicuous Consumption. Journal of Product & Brand Management, 11(2), 67-88.
  • O'cass, A. ve McEwen, H. (2004). Exploring Consumer Status and Conspicuous Consumption. Journal of Consumer Behaviour, 4(1), 25-39.
  • Ordabayeva, N. ve Chandon, P. (2011). Getting Ahead of The Joneses: When Equality Increases Conspicuous Consumption Among Bottom-Tier Consumers. Journal of Consumer Research, 38(1), 27-41.
  • Patsiaouras, G. Wooliscroft, B. ve Fitchett, J. A. (2012). The Evolution of Conspicuous Consumption. Journal of Historical Research in Marketing, 4(1), 154-176.
  • Perez-Truglia, R. (2013). A Test of the Conspicuous Consumption Model Using Subjective Well-Being Data. The Journal of Socio-Economics, 45, 146-154.
  • Piacentini, M. ve Mailer, G. (2004). Symbolic Consumption in Teenagers' Clothing Choices. Journal of Consumer Behaviour, 3(3), 251-262.
  • Podoshen, J. S. Li, L. ve Zhang, J. (2011). Materialism and Conspicuous Consumption in China: A Cross-Cultural Examination. International Journal of Consumer Studies, 35(1), 17-25.
  • Pyone, J. S. ve Isen, A. M. (2011). Reducing the Pursuit of Material Goods: The Influence of Positive Affect on Materialism and Conspicuous Consumption. Building Connections, 39, 655.
  • Saad, G. ve Vongas, J. G. (2009). The Effect of Conspicuous Consumption on Men’s Testosterone Levels. Organizational Behavior and Human Decision Processes, 110(2), 80-92.
  • Schaefers, T. (2014). Standing out From the Crowd: Niche Product Choice as a Form of Conspicuous Consumption. European Journal of Marketing, 48(9/10), 1805-1827.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Segal, B. ve Podoshen, J. S. (2013). An Examination of Materialism, Conspicuous Consumption and Gender Differences. International Journal of Consumer Studies, 37(2), 189-198.
  • Souiden, N. M’saad, B. ve Pons, F. (2011). A Cross-Cultural Analysis of Consumers’ Conspicuous Consumption of Branded Fashion Accessories. Journal of International Consumer Marketing, 23(5), 329-343.
  • Thoumrungroje, A. (2014). The Influence of Social Media Intensity and Ewom on Conspicuous Consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
  • Trochim, W. M. ve Donnelly, J. P. (2001). Research Methods Knowledge Base, Atomic Dog Publishing, Ohio.
  • Truong, Y. Simmons, G. Mccoll, R. ve Kitchen, J. (2008). Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands. Journal of Strategic Marketing, 16(3), 189-203.
  • Veblen, T. (2014). Aylak Sınıfın Teorisi, Çev. Enver Günsel, Ankara, Tutku Yayınevi.
  • Vigneron, F., & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, 1(1), 1-15.
  • Wang, Y. ve Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women. Journal of Consumer Research, 40(5), 834-854.
  • Wendner, R. (2010). Conspicuous Consumption and Generation Replacement in a Model of Perpetual Youth. Journal of Public Economics, 94(11-12), 1093-1107.
  • Wilcox, K. Kim, H. M. ve Sen, S. (2009). Why Do Consumers Buy Counterfeit Luxury Brands? Journal of Marketing Research, 46(2), 247-259.
  • Wong, N. Y. (1997). Suppose You Own the World and No One Knows? Conspicuous Consumption, Materialism and Self. Na-Advances in Consumer Research, 24, 197-203.
There are 50 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Economic and Administrative Sciences
Authors

Onur Şahin 0000-0001-8081-9291

Süphan Nasır 0000-0002-2302-334X

Publication Date June 15, 2019
Submission Date November 30, 2018
Acceptance Date March 1, 2019
Published in Issue Year 2019 Volume: 22 Issue: 41

Cite

APA Şahin, O., & Nasır, S. (2019). TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİME YÖNELİK TUTUMLARINA GÖRE SINIFLANDIRILMASI. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(41), 383-400. https://doi.org/10.31795/baunsobed.580621

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